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Around 50,000 viewers used the Shazam App to tag the UK’s first ever Shazam-enabled ads, from Pepsi MAX and Cadbury, during Saturday’s ‘Britain’s Got Talent’ final on ITV1. These figures were racked up during the course of just 60 on-air seconds (each company used a linear 30 second spot featuring a graphics overlay of the Shazam logo to drive viewers to a companion screen experience, harnessing audio recognition technology in the client devices). These viewers also spent an average of three minutes interacting with the companion advertising microsites.
Simon Daglish, Group Commercial Sales Director at ITV, comments: “We are thrilled that the first UK Shazam-enabled ads achieved this level of interaction, proving there is a real appetite from consumers to go deeper with quality content including spot advertising. We are very excited about talking to all our advertisers about this exclusive new opportunity to drive real-time engagement with their brands.”
Andrew Fisher, Shazam’s CEO, says, “The response to the launch of Shazam-enabled television adverts has been amazing. We make it simple for brands to amplify their message and deepen engagement by turning 30 seconds of television into three minutes of interaction. During the last year, we have successfully worked with over one hundred of the world’s leading brands on Shazam for TV custom integrations in the US, Australia and continental Europe and we are excited to now bring this service to the UK in partnership with ITV.”